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The LEGO Group, the LEGO Foundation and UNICEF launch campaign to celebrate and inspire play and learning

NEW YORK, 26 September 2016 – The LEGO Group, the LEGO Foundation and UNICEF today launch a new campaign to help celebrate parents’ special play moments with their children and to inspire families to explore new ways to help young children play and learn.

The Partners in Play campaign, which aims to drive better understanding of the significance of play for children’s development, gives families across the world the opportunity to upload a ‘play’ photo or video to the LEGO® DUPLO® Facebook, Twitter and Instagram platforms using the #PartnersInPlay hashtag.

To create more opportunities for at-risk children to play, the LEGO Foundation is supporting UNICEF’s work for children by providing LEGO DUPLO bricks to 73,000 children in 365 early childhood development centres and child-friendly spaces in Jordan. The Foundation is also working with UNICEF to train educators and caregivers on innovative ways to play.

“Play is not just a fun diversion,” said Mirjam Schöning, Head of Programme in the LEGO Foundation. “A growing body of evidence shows the importance of play in reducing anxiety as well as learning essential skills for our changing society, such as communication, collaboration and creative problem solving. We are delighted that we can provide play materials and training to the practitioners supporting Syrian refugee children.”

Partners in Play is the latest initiative in a longstanding partnership between the LEGO Group, the LEGO Foundation and UNICEF, which is committed to giving the most vulnerable children opportunities to learn through play.

“The LEGO Foundation, UNICEF and the LEGO Group share the belief that all children have a basic right to play,” said Kathrine Kirk Muff, Vice President of Social Responsibility, the LEGO Group. “I am excited about this partnership opportunity to jointly spread this message and ensure important play moments for children living under such stressful conditions.”

“Play is a critical element of childhood that can help give children the best possible chance of developing fully and learning effectively, enabling them to contribute to their economies and societies, and building strong and safe communities when they reach adulthood,” said Pia Britto UNICEF Chief of Early Childhood Development.

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Notes to editors:

About Partners in Play

The campaign runs for four weeks from 26 September 2016 and includes a Facebook Live Chat on https://www.facebook.com/LEGODUPLO/ with Early Childhood Development experts from the LEGO Foundation and UNICEF on 3 October at 12.30 EST.

To mark the launch of the campaign and encourage families to explore new ways of playing with their children, the LEGO DUPLO design team has created a play kit, which features easy-to-create games that aim to stimulate young children’s rapidly developing brains.

Inspirational images will selected to feature on LEGO.com/happyplaymoments in a global gallery.

About the LEGO Group

The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK, Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world's leading manufacturers of play materials.

Guided by the company spirit: "Only the best is good enough”, the company is committed to the development of children and aims to inspire and develop the builders of tomorrow through creative play and learning. LEGO products are sold worldwide and can be virtually explored at www.LEGO.com.

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit www.LEGO.com/aboutus

The LEGO Foundation shares the mission of the LEGO Group: to inspire and develop the builders of tomorrow. The Foundation is dedicated to building a future where learning through play empowers children to become creative, engaged, lifelong learners. Its work is about re-defining play and reimagining learning. In collaboration with thought leaders, influencers, educators and parents, the LEGO Foundation aims to equip, inspire and activate champions for play.